This Is Now The ‘Hottest’ Fashion Brand In The World

It’s been all about Alessandro Michele’s eclectic exuberance over at Gucci for some seasons now, but the design house has been pipped at the post as the world’s ‘hottest’ brand. Each year, the Lyst index, together with Business of Fashion, analyses data from over 65 million consumers, five million products and 12,000 brands to work out the It-label of the year – and this year (drum roll, please), it’s Balenciaga.

Balenciaga, which placed third in last year’s Lyst list, has soared to the top spot with Vetements’ Demna Gvasalia at the helm, with BoF also attributing a fresh new logo and Colette residency to its success.

Gucci placed second and Off-White third – a huge 34 places up from its position last year. Vetements was fourth, followed by Givenchy, Valentio, Saint Laurent and Stone Island, a fashion favourite of Drake’s. Moncler and Raf Simons round out the top 10.

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